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Consumer characteristics and preferences for mobulid gill plates in China

Zhou, Xuehong, Yang, Ami, Miao, Zhen, Zhang, Wei, Wang, Qiang, MacMillan, Douglas C. (2024) Consumer characteristics and preferences for mobulid gill plates in China. Conservation Biology, 38 (4). Article Number e14244. ISSN 0888-8892. E-ISSN 1523-1739. (doi:10.1111/cobi.14244) (Access to this publication is currently restricted. You may be able to access a copy if URLs are provided) (KAR id:105381)

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https://doi.org/10.1111/cobi.14244

Abstract

Mobulid species are endangered globally, and the market trade for gill plates is believed to be a major threat. Successful conservation and the sustainable use of mobulids therefore require an objective understanding of consumer characteristics and preferences for gill plates. Previous studies focused on qualitative descriptions, and reliable quantitative analyses are currently lacking. We used a latent class choice experiment method and a semistructured questionnaire to provide important new quantitative information about gill plate consumer characteristics and the heterogeneous nature of demand for gill plates. From May to July 2019, we conducted a field study in Guangzhou, the primary consumption hub for mobulid gill plates in mainland China. Utilizing a simple random sampling method, we engaged in face‐to‐face interviews with 428 consumers of gill plates in the major trading markets in Guangzhou. Our results showed that 59.8% of consumers of gill plates were over 40 years old, 62.6% were female, 80.7% had annual household incomes of <200,000 yuan, and 84.5% recognized the medical and health value of gill plates and purchased them. About seventy‐two percent of consumers preferred to purchase imported and less expensive gill plates from unprotected species, but they had a strong preference for large gill plates from protected species, such as Mobula birostris. This contradiction arose from consumers’ lack of knowledge of mobulids and their conservation status. We found, for example, female consumers over 40 years old had the least understanding of conservation status of mobulid species and the link between size of gill plates and rarity of mobulids. This suggests there may be opportunities to promote mobulid conservation through education and marketing targeted at this demographic. Consumers who had a positive preference for gill plates from protected species (regardless of price) (10%) may be harder to influence. Overall, we believe education alone is not enough and that the conservation of mobulids would benefit from an integrated approach that involves conservation education and strengthened trade regulations, such as the introduction of traceability systems and a stiffer legal framework for consumption of protected species.

Item Type: Article
DOI/Identification number: 10.1111/cobi.14244
Uncontrolled keywords: Mobulid Gill Plates, Sustainable Fisheries, Wildlife Trade, Choice Experiment, China
Subjects: H Social Sciences
Divisions: Divisions > Division of Human and Social Sciences > School of Anthropology and Conservation > DICE (Durrell Institute of Conservation and Ecology)
SWORD Depositor: JISC Publications Router
Depositing User: JISC Publications Router
Date Deposited: 25 Mar 2024 14:48 UTC
Last Modified: 02 Aug 2024 02:47 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/105381 (The current URI for this page, for reference purposes)

University of Kent Author Information

MacMillan, Douglas C..

Creator's ORCID: https://orcid.org/0000-0003-2573-5049
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